This appears to be part of a broad marketing campaign designated by the hashtag "UpForWhatever."

The backlash has been strong, with accusations that the message condones sexual assault and irresponsible drinking.

This is the second time Bud Light has been publicly criticized for this tagline; the first happened on St. Patrick's Day this year when the company tweeted that people could be pinched whether or not they were wearing green.

In regards to the current controversy, a company executive made a statement to Buzzfeed News which reads in part, "we created more than 140 different scroll messages intended to encourage spontaneous fun. It's clear that this message missed the mark, and we regret it."